企业战略基础

你将学到什么

课程概况

成功商业策略的背后都隐含着一定的理论和框架内容，本课程将探讨这些理论和框架内容，通过提供从事策略分析的工具，帮助学生提升从战略角度思考问题的能力。策略分析不仅在分析组织经营的竞争性环境中具有重要作用，在为企业正确定位和采取行动最大化创造价值建言献策方面也发挥着关键性作用。因此，有雄心抱负的经理，企业家，社会企业家，分析师和咨询师都需要掌握这些商业策略的基础知识。

Develop your ability to think strategically, analyze the competitive environment, and recommend firm positioning and value creation. In this course, we will explore the underlying theory and frameworks that provide the foundations of a successful business strategy and provide the tools you need to understand that strategy: SWOT, Competitor, Environmental, Five Forces, and Capabilities Analyses, as well as Strategy Maps. We’ll apply these tools in case studies of industry leaders Google, Redhook, Piaggio and Apple.

课程大纲

周1
完成时间为 2 小时
Introduction to Strategic Analysis
Welcome to the first module in the Foundations course. In this module, we'll discuss the meaning and importance of business strategy to an organization's competitive positioning. You'll learn about strategic analysis and the SWOT, competitor, and environmental analysis tools and then apply these tools in the Google case study. Enjoy learning!
12 个视频 （总计 63 分钟）, 6 个阅读材料, 1 个测验

周2
完成时间为 2 小时
Analyzing Industry Structure
Hello and welcome back. In this module, we'll explore how to assess an industry's structure and how the competitive dynamics in an industry affect profitability. We'll go into depth with the five forces tool, a common and highly influential analytical framework. You'll get a chance to apply this tool in the Redhook case study. Enjoy analyzing!
11 个视频 （总计 79 分钟）, 2 个阅读材料, 1 个测验

周3
完成时间为 2 小时
Analyzing Firm Capabilities
Welcome! In this module, we'll examine the tangible and intangible assets that form an organization's strength. We'll show you in depth how to complete a capabilities analysis and how to use this analysis to guide decision making. In the Apple case study you'll get a chance to apply this tool. Happy analyzing!
9 个视频 （总计 53 分钟）, 2 个阅读材料, 1 个测验

周4
完成时间为 4 小时
Determining Competitive Position
Welcome to the final module. In these lessons, we'll explore firms' competitive positioning relative to rivals and analyze the advantages and disadvantages of four generic competitive positions firms occupy. We'll use an easy and intuitive tool--strategy maps--to visually communicate information about firm positioning, and discuss which position is best for a particular firm to see maximum value. Then apply what you've learned in the Piaggio case study. Happy analyzing!
8 个视频 （总计 48 分钟）, 4 个阅读材料, 3 个测验

预备知识

无需任何背景知识，欢迎各位同学前来听课。

参考资料

本课程主要阅读参考材料节选自 《战略家的工具箱》（The Strategist's Toolkit,） 由课程讲师专门编制而成。 除此之外，学生还能拿到书中一些选修章节作为补充材料。学生也可自行购买本书， 可在亚马逊（Amazon.com）购买，也可从达顿商学院出版社（Darden Business Publishing）购买，网址为  http://store.darden.virginia.edu/the-strategists-toolkit-1.  本书纸质版和电子版均有。